FORT LAUDERDALE, Fla.—(BUSINESS WIRE)— Catalogs.com, the Internet’s authority on online catalog shopping, recently worked with WebShare, a Google authorized consultant, to design and run a series of experiments aimed at increasing website performance. The company observed a 7.4 percent increase in total revenue with an 11 percent increase in catalog orders. For businesses that are leveraging the web, small changes to an existing site can deliver significant results.
“After 13 years on the web, we conducted our first multivariate test and immediately saw how small changes to our operating format can yield big results,” said Leslie Linevsky, co-founder of Catalogs.com. “This type of testing and analysis is now a large part of our performance monitoring and we are currently conducting two follow-up tests to continually refine our model.”
Working with WebShare, Catalogs.com employed two tools, Google Website Optimizer and Google Analytics, to design and execute an experiment, gathering data from three custom page layouts. Each layout was measured against a broad range of metrics, including different types of conversion actions, revenue, bounce rate, and a host of other variables. The analysis of the collected data provided Catalogs.com valuable insight into visitor behavior and how each layout impacted the user experience. In a follow-up experiment, the company saw how changes as small as altering the words on action buttons delivered a 10 percent increase in customer response.
“Planning, running and analyzing optimization tests have shown us which page layouts generate the most conversions, and the integration of Google Analytics allowed us to compare these variables in terms of very specific and tailored metrics,” said Matt Craine, vice president of online media and search for Catalogs.com.
To view the original case study, please visit Google’s Website Optimizer blog.
Catalogs.com http://www.catalogs.com/ is the Internet’s trusted authority on shopping. For over 13 years, shoppers have universally recognized Catalogs.com as a premier shopping service, attracting more than 800,000 unique visitors each month. It allows consumers to preview hundreds of catalogs and provides the opportunity to opt-in to receive a specific catalog, shop major and specialty retail websites and find great savings offers from hundreds of merchants.